A brand’s visual identity is the outward facing recognisable aesthetic that a consumer directly relates to and interacts with. An impactful and appropriate branded logo is an easily identifiable tool that should succinctly and effectively communicate the core message of a brand. The primary feature of a ‘good’ logotype is that it should immediately capture the consumers’ interest and register in their mind. It needs to have instant impact and create that spark of awareness, where a brand is instantaneously and subconsciously identified by the viewer, look at McDonalds ‘Golden Arches’ for example which are sought out on Motorways up and down the nation.

However, if a brand is able to spark the viewer’s attention, it doesn’t necessarily mean that it is for the appropriate reasons. With that in mind let’s turn our attention to some branded logos which at first, probably (hopefully) didn’t look so bad. I cannot even justify some of these or begin to rationale the design and approval process. The less said about some of them the better…